Volkswagen was launching the 2012 Jetta GLI, the top-of-the-line version of the popular Jetta model. The challenge was that many Canadians considered the Jetta to be simply an 'affordable car'.With the launch of the GLI, Volkswagen had the opportunity to highlight the class-leading performance characteristics of the model. Our primary target was young, male, performance vehicle enthusiasts, but if we could convince them that the 200-horsepower GLI was worth their attention, we would also provide a much-needed halo effect for the entire brand, driving Jetta sales amongst the general car-buying public.

The frames disappeared quickly, but didn’t vanish forever. Messages on the artwork had thieves sharing their steals on Volkswagen Canada’s Facebook page. Fans also shared gallery locations online in order to be there when replacements arrived.

The frames were in such demand that we took the heist online, with Canadians searching for frames hidden online in order to claim one in the mail.The campaign contributed to over 1m earned Facebook impressions and nearly 2m earned Twitter impressions. It was the most successful Jetta GLI launch in Canadian history: a record 240% increase in sales.

We knew that our target wanted tangible proof of the GLI’s extraordinary driving experience. So we decided to make the proof something they’d want to steal.Using the performance of the Jetta GLI, we produced a series of limited edition light paintings, which were hand-numbered and framed. Then, we put the art up for grabs.

Frames were hung on poster hoardings across Canada, which we transformed into pop-up 'Performance Art' galleries. Frames were also hidden in businesses and restaurants in Canada’s three major markets, with tweeted clues leading thieves to claim their own exclusive piece of the GLI.

With limited messaging, authentic framing, and eye-catching artwork, the 'Performance Art' galleries stayed true to the gallery concept. They stood out amongst the poster campaigns that plaster down-town, high-traffic pedestrian areas, stopping many people in their tracks. Whether those people had the confidence to steal the art – the kind of confidence our target regularly exudes –was an aspect that reflected the personality of the adventurous 200-horsepower GLI.Given Volkswagen Canada’s large social media base in Canada, as well as our target’s heavy use of the medium, the campaign’s mixture of online and offline engagement was a natural fit.